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What to Write on Your Home Page: A Simple Template for Small Businesses
Not sure what to put on your home page? A simple, section-by-section template for small businesses that helps visitors understand you and get in touch.
The home page is often the hardest page to write. There’s a temptation to say everything, or to say something clever. What works better is being clear.
A visitor should be able to answer three questions within a few seconds of landing:
- What do you do?
- Who or where is it for?
- How do I get in touch?
The template below works for most small businesses, section by section.
Section 1: The headline
Say what you do, who for and where. Plain words beat clever slogans.
| Unclear | Clear |
|---|---|
| “Excellence in every detail” | “Kitchen and bathroom fitters in Kingston and Surbiton” |
| “Your journey starts here” | “Family-run café in Walthamstow. Breakfast, lunch and great coffee” |
| “Innovative solutions for modern businesses” | “Payroll software for UK care homes” |
Underneath, add one line with your main benefit: “Same-week appointments. Fixed quotes. Fully insured.”
Section 2: The main button
Right next to the headline, one clear action: Call now, Get a quote, Book online or Book a demo. Repeat it further down the page. On phones, a sticky button at the bottom of the screen works well.
Section 3: Quick trust signals
A row of short proof points directly below:
- Star rating and number of reviews
- Accreditations (Gas Safe, NICEIC, TrustMark and so on)
- Years in business or jobs completed, if you have real numbers
- Logos of well-known clients, if you have permission
Section 4: Your services
A short card for each main service, with a sentence or two and a link to its own page. Use the words customers use. “Boiler repair”, not “heating system remediation”.
Section 5: Proof
Show your real work and what customers say.
- Two or three reviews, with first names and areas
- Photos of real jobs, products or your shop
- A short case study if you have one
Section 6: How it works
Three or four simple steps take away the worry of getting in touch:
- Send us a message or photo
- We’ll call you back the same day
- You get a clear, fixed quote
- We do the job and tidy up
Section 7: A little about you
A photo and two or three sentences. People buy from people, especially from small businesses.
Section 8: Questions and a final call to action
Answer the three or four questions you get asked most: prices, areas covered, how soon you can start. Then finish with the button again.
Writing tips
- Write like you talk. Imagine explaining it to a customer over a cup of tea.
- Use “you” more than “we”. Focus on what the customer gets.
- Keep sentences short. Many people read on a phone, quickly.
- Use real details. Places, numbers, names and photos beat general claims.
- Read it aloud. If it sounds odd said out loud, rewrite it.
Want a second pair of eyes?
Getting the words right is the biggest single change most small business websites can make. For more ideas, read 9 simple ways to turn website visitors into customers. Or book a free website check and we’ll tell you exactly what we’d change on your home page.
